Rogaine needed to win back relevance with a younger, more diverse audience that had written the brand off as their dad's hair loss solution. M Booth was pitching for the business. The brief was repositioning; new energy, new audience, new reason to care.

The insight wasn't about hair loss. It was about what hair loss takes from you, confidence, identity, the feeling of being in your prime. That emotional territory is exactly where a younger audience lives, and exactly where Rogaine had never been willing to go.

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The platform needed to flip the brand's posture. Not clinical. Not apologetic. Defiant.

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Let Follicles Grow (LFG) did two things at once. It borrowed the cultural shorthand of an acronym everyone already knew and redirected it toward something specific and ownable. The activation anchor was Kelce Jam 2024, which put the brand directly inside the cultural moment where the target audience was already paying attention.

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I developed the core insight, applied a 4C's strategic framework, built the platform, and shaped the activation concepts that made the pitch land.

M Booth won the Rogaine business. LFG became both the campaign platform and the strategic direction for the rebrand.